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Handbook on Cross-Cultural Marketing

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Handbook on Cross-Cultural Marketing

9781788978538 Edward Elgar Publishing
Edited by Glen H. Brodowsky, Professor of Marketing and Camille P. Schuster, Professor Emerita of Marketing, California State University San Marcos, US
Publication Date: September 2020 ISBN: 978 1 78897 853 8 Extent: c 288 pp
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

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Disillusionment with globalization, along with a rise in nationalist sentiment, may lead one to ask whether cross-cultural or international research will be necessary in the coming years and, if it is, what form it will take. While all international marketing is cross-cultural, not all cross-cultural marketing is international. Cultures are defined as groups of people who share a common language, set of norms, institutions, beliefs and values. There are many ways such groups can be defined – only one of which is country. Regardless of the definition parameters, one thing remains clear: cross-cultural marketing is a broad topic in today’s technological, always-connected world.

This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

Cross-cultural marketing research scholars, Ph.D. students and cross-cultural and international marketing practitioners will benefit from this thorough examination of current trends as well as forward thinking concepts from some of the field’s foremost experts.

Contributors
Contributors include: H.F. Allman, S.K.Balasubramanian, G.H. Brodowsky, B.R. Chabowski, A.P. Cui, M.R. Czinkota, P. Ghauri, G. Gistri, J. Graham, P. Harris, K. Hewett, S. Hollensen, V. Kumar, C.A. Nelson , O. Ozdemir, A. Parvatiyar, H. Patwardhan, D. Pillai, E.S. Rhodes, N.I. Sabour, S. Samiee, C.P. Schuster, J.N. Sheth, F. Trompenaars, M. Winchester, T. Winchester, F. Wang, P. Woolliams, A. Yim



Contents
Contents:

FOREWORD: By Jean Claude Usunier

INTRODUCTION to the Handbook on Cross-Cultural Marketing
1. All International Marketing is Cross-Cultural but Not Vice Versa
Glen H. Brodowsky

Section I: CROSS CULTURAL MARKETING THEMES AND THEORIES
2. Cross Cultural Marketing Insights
Camille P. Schuster

3. Glocalization: Companies’ Search for the Right Balance Between Globalization and Localization
Svend Hollensen

4. The Country Image Literature: Intellectual Basis and Future Research Directions
Saeed Samiee and Brian R. Chabowski

Section II Methodological Challenges of Cross-Cultural Marketing Research
5. Cross-Cultural Market and Marketing Research
Michael R. Czinkota and Camille Schuster

6. Methodological Issues in Cross-Cultural Research: Establishing Equivalence
V. Kumar

Section III. APPLIED CROSS-CULTURAL MARKETING RESEARCH
7. Consumers’ Perceptions and Attitudes toward Product Placements: Exploring Similarities and Differences Between Finland and the US
Siva K Balasubramanian, Deepa Pillai, Giacomo Gistri, Nadia I. Sabour Jyväskylä and Hemant Patwardhan

8. Global Luxury Brands:  Researching Cross Cultural Differences in Motivations to Consume
Annie Peng Cui, Christopher A. Nelson and Alexis Yim

9. Intra-National Cultural Differences in Thinking Styles and the Importance of Technological Product Attributes for Brand Perceptions
Kelly Hewett and Helena F. Allman

10. Partnerships in Cross-Cultural Marketing and Retail Internationalization: Research Propositions 
Fatima Wang and Pervez Ghauri

11. To the Big Go the Spoils: Empirical Evidence of the Advantages of Large Players in Global and Local Markets
Maxwell Winchester and Tiffany Winchester

12. Family Owned Businesses in the Global Marketplace:  A Taxonomy for Generational Evolution and Directions for Future Research
Phil Harris and Ozlem Ozdemir

13. The Impact of Indigenous Administrative Norms on Cross Cultural Research: Leveraging Smartphone Platforms to Reduce Potential Bias Threats
Eric S. Rhodes

Section IV NEW PARADIGMS AND FUTURE RESEARCH
14. Marketing Research Across Cultures
Fons Trompenaars and Peter Woolliams

15. Advances in Methods and Theory for Research in International Business Negotiations
John Graham

16. Future Directions of Cross-Cultural Marketing Research
Jagdish N. Sheth and Atul Parvatiyar

Conclusion

17. The Future is Now
Glen H. Brodowsky

Index


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